Straightline - Daimler considering dropping Maybach

Daimler considering dropping Maybach

Maybach's sustainability as a brand is much in doubt. Last year they sold only 146 units worldwide, which is only 10% of what was expected. This is especially grim news when you consider the record amount of Rolls-Royces being sold. Besides the ultra-limited-edition Landaulet, there are no other new models scheduled for introduction.

While this news is not a surprise to readers of Straightline, I for one would be sad to see Maybach disappear, as I think there's always a need for these über land yachts; if for no reason other than to push the limits of wretched excess. Daimler CEO Dieter Zetsche has said that a decision about Maybach's future has not been made but that it will come in the next two years.

Full story here and here.

Posted by Bob Mar 17, 2008 7:14 am

Permalink

Categories: Maybach | Mercedes-Benz | Rolls-Royce

Comments

daytona_500 - Mar 17, 2008 7:53 am (#1 Total: 15)

Good riddance. I always felt that the Maybach was nothing more than an oversized and overpriced S-Class. The fact that the redesigned S-Class is so good and looks so much like the Maybach just makes you wonder who waste their money on one. A Phantom is way better.

ateixeira - Mar 17, 2008 8:02 am (#2 Total: 15)

Recife, PE, Brazil

The S class is so competent, plus Mayback itself only limits what Mercedes can do (having to stay a step behind).

Just 146 cars, wow.

I'm sure in this class a lot of it is simply image and prestige, and apparently not enough people think Maybach has enough of either.

texases - Mar 17, 2008 9:14 am (#3 Total: 15)

Its looks had to be a major factor - there was nothing about how it looked that was impressive or special. Capturing Hyundai/Kia styling elements was particularly damaging.

ewilfong - Mar 17, 2008 10:06 am (#4 Total: 15)

I agree. There's nothing particularly distinctive about Maybach design. If anything, people willing to spend house money on a car need to feel distinctive.

smokeonit - Mar 17, 2008 10:08 am (#5 Total: 15)

"über" land yacht you meant to write, no?

smokeonit - Mar 17, 2008 10:09 am (#6 Total: 15)

threr's no e with the .. in the german alphabet....!

ä, ü and ö.... those are the consonants that's have the .. to substitute the ae, ue and oe...

roar02ram - Mar 17, 2008 12:48 pm (#7 Total: 15)

Ditto Daytona.

How does Dr. Z still have a job?

tryan - Mar 17, 2008 12:51 pm (#8 Total: 15)

Maybach was originally intended to be Daimler's halo brand, to go head to head with BMW's Rolls Royce and VW's Bentley divisions. Unfortunately, the history and significance of the german marquee was too obscure for today's ultra-luxury market, having been absent since the end of WWII.

Beautiful car, poorly marketed and managed.

rsholland - Mar 17, 2008 1:20 pm (#9 Total: 15)

Ellicott City MD United States of America

"über" land yacht you meant to write, no?

Fixed. Thanks.

hondacura4 - Mar 17, 2008 2:01 pm (#10 Total: 15)

Well said Tryan!

richcal - Mar 17, 2008 5:04 pm (#11 Total: 15)

I agree with everyone's comments here. The Maybach division was a poorly marketed brand. One question, why is it going to take two more years to decide whether or not to keep it around?

ewilfong - Mar 17, 2008 5:30 pm (#12 Total: 15)

Maybe they're hoping the talk about Maybach disappearing will encourage new interest in the brand.

m6vx - Mar 18, 2008 4:06 am (#13 Total: 15)

How does Dr. Z still have a job?

Zetsche is just undoing everything that Jurgen Shremp did. You know.... all the things that didn't work.

escaladeviper - Mar 18, 2008 8:00 am (#14 Total: 15)

I'm the only one here who actually likes the maybachs, they just as cool as the rolls royce and the current one is bigger than the S Class.

roar02ram - Mar 18, 2008 9:19 pm (#15 Total: 15)

Shremp - yes, I forgot about him. I was about to say - after the Chrysler fiasco, and Smart's mismanagement, now this...CEOs who oversee periods like this usually don't stay employed for long.